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Content Marketing

Successful customer acquisition and retention efforts are built on the ability to provide the right person with the right message and offer at the right time in their decision making process via the right channel in order to motivate the right action be taken. That's what content marketing is all about.

DWS Associates works with your to develop your Content Marketing Action Plan so that you can implement that plan. For those that prefer on-going guidance and mentoring, we also offer affordable options that we would be happy to discuss with you.

Suggested Reading

Content Marketing Plan Scope

Your Content Marketing Action Plan will focus on earned, owned, paid and social media. The Action Plan will

Identify your ‘ideal customer’ based on historical performance and then identify how many individuals are most like your ‘ideal customer’ down to the household level so that realistic goals and objectives can be set for customer acquisition and sales

Identify and understand the wants, needs, perceptions, expectations of these segments as well as their motivations, selection criteria and selection process so that communication channels can be identified and so that messages and offers can be developed for testing

Identify opportunities to uniquely position your business and product(s) so that a larger number of higher quality leads can be generated

Deliverables

Your Content Marketing Action Plan will address, by product (solution or service), the target audience/segments/personas and will include: a content message plan (map) that describes what message and offers are sent via what channels to each segment/persona at each stage of their decision making process; a marketing communications coverage checklist by tactic type (content, medium, channel), a message calendar, a tactics calendar; and budget.

A production schedule is also included that addresses who creates what content for which segment/person at what time within what budget. This addresses creation of new content as well as modification and updating of existing content so that it can be used for a longer period of time across a broader array of channels.

Supporting Your Content Team

We will work with your team as well as your outsourced service providers on the creation of your Content Marketing Action Plan. A personalized project plan will be created for you prior to the start of any work and in that project plan we will identify key tasks and milestones regarding the presentation of findings for discussion and approval throughout the project.

Basic Content Marketing Strategic Plan Key Tasks

The typical content marketing project will include these key tasks:

Kick-off

Customer Data Analysis to Identify Segments/Personas and Size of Audience